4832 - Invalid login name

4832 - Invalid login name

I'm trying to get started with the Zoho CRM API.  I'm following the instructions here:
http://zohocrm.wiki.zoho.com/Zoho-CRM-API.html
and I'm trying to start with a simple call to the first method on the page (getMyRecords).  I'm going to the following URL:

http://crm.zoho.com/crm/private/xml/Leads/getMyRecords?loginName=joe.shenberger&apikey=...

and I'm getting back:

<response uri="/crm/private/xml/Leads/getMyRecords">
<error>
<code>4832</code>
<message>Invalid login name</message>
</error>
</response>

I also tried using my e-mail address for the (poorly-documented) "loginName", and I get the same error.  Can anyone shed any light on what the heck the loginName is supposed to be?

Thanks.